Dreaming of Social Media Success – Thoughts from #Sreeattle 2015

"Can you make me Twitter-famous” or as referenced occasionally by the younger crowd “Instafamous?” I often hear this question from friends and some brands. The rise of social media platforms in the last few years has spawned the idea of instant validation and a podium to express point of views and beliefs. While there is a bit of validity to this idea, taking a step back and examining social media closer, the truth is much like other communication platforms – success doesn’t happen overnight and the “gurus” and “mavens” of the digital world often obtain their status after months if not years of dedicated cultivation and practice.

Last week I had the opportunity to listen to "Sleepless in Sreeattle - A Night of Social Media," a lecture hosted by UW Comm Lead at the Seattle Art Museum. The talk featured renowned social media expert Sree Sreenivasan, Chief Digital Officer at the Metropolitan Museum of Art and former professor at the Columbia School of Journalism. He’s been named one of AdAge's 25 media people to follow on Twitter and one of Poynter's 35 most influential people in social media. In his current role Sree oversees a team of 70 people on the digital side - video, apps, mobile, social, geolocation, web, data, e-mail, and more. Sree describes his current role as telling “a million stories about a million pieces of art to a billion people.”

The talk focused on how to get the best use out of time invested online and how to build more fans and followers and how to do so in a smart, strategic, and sustainable manner. As Sree joked near the beginning of the talk, the premise alone is enough to warrant a hefty conference fee type of price tag. Yet thanks to Hanson Hosein, Sree, SAM, and UW Comm Lead it cost less to attend than a drink at Starbucks.

Wide spread use of social media has created an interesting challenge, how do you get heard in the midst of all the shouting? Sree provided a powerful answer to the question, “Where everyone is a content generator, those who are trained will rise to the top.” Social media has created an unprecedented opportunity to be heard but it’s not as simple as turning on your smartphone and snapping a few pictures on Instagram or sending some tweets. To get to the expert level, consider Sree’s ABC and SAA rule: Always be collecting; share as appropriate.

An excellent example of sharing as appropriate arose early in the talk as we all paused for a moment of silence to open up the lecture in honor of those who lost their lives in the Charlie Hebdo shooting. This brief act of respect stemmed from Sree’s earlier pledge to temporarily stop tweeting and posting following the shooting. His intention was to do his part to reduce the amount of “noise” being produced that day and allow the truly important information to rise to the top. As he put very eloquently during the talk, “don’t promote yourself when the world is falling apart.”

It’s no secret but social media similar to a resume should always be up-to-date and reflect the best most current you. Relevant accomplishments or tasks even if temporary should be part of your digital footprint. For photographers this might mean highlighting one of your best photos or for writers it might be a link to your most recent post. This tip applies to all social networks but is particularly important for sites like LinkedIn or Twitter which are often used as a basis for your digital identity.

Whether it’s Anthony Weiner’s dick pic or the epic lewd tweet by US Airways. Social media provides users the power to engage with larger audiences but it can also be the gateway to trouble.

With this in mind, it’s important to be deliberate, strategic, and smart in all social media usage. Sree mentioned during the talk he spends 3 to 6 minutes composing his tweets. Why? “It’s the only thing that could potentially get him fired or divorced,” Sree joked.

Social media at times seems much removed from reality but as we’ve seen countless times since its invention, it has real world impact and consequences.

It’s tempting after signing-up for your first social network to jump atop the soap box and start spouting your perspective and point of view. Social media is powerful beyond its broadcasting capabilities however. One of the elements which has made social media such a unique medium in modern day is its ability to facilitate listening and create conversations. With this in mind it’s important to consider those on the other end of your bullhorn. Pausing for a second you’ll notice everyone all of a sudden has a bullhorn similar to yours, even if it’s spouting a point of view which deeply conflicts with your own.

Here lies the true challenge of becoming a social media “expert” or “guru,” it’s all tied to authenticity and people.

Often what’s common sense in real life is common sense on social media. Like the real world, social media has etiquette. Sree spent a good portion of his talk commenting on it and how it affects your performance online. One of his most salient tips, “don’t be an ask.”

Similar to how in real life, you can’t walk up to someone and just start asking for favors or requests. You can’t do it on social media either, despite the countless random LinkedIn invitation requests you might get that say "Since you are a person I trust, I wanted to invite you to join my network on LinkedIn.” To avoid being an “ask” on social media consider the following Sree tips:

• Don’t just cold call or ask for favors
• Build relationships with people online
• Reshare and Retweet (RT) other people’s content but also add value
• Don’t just promote yourself; be a pointer to other people’s content

Instead of being an “ask,” strive to be authentic and connect. As I’ve personally experienced, sometimes you can meet people who will transform your life and perspective. A few great folks I’ve met online include @bethevans, @seattletallpopp, @lukobe, @leah_motz.

Sometimes connecting for no particular reason is the best way to start and can lead to unlocking opportunities and conversations you never considered.

Ultimately social media is an exercise in being human and continuing to learn and grow from interactions with others. As someone who’s been active on social media for a number of years, it was refreshing to hear Sree share tips on how to succeed on digital platforms and most importantly for my point of view be a better communicator and person. So while it’s possible to become “Instafamous,” social media at its core is about so much more than being an internet celebrity, it gives people the power to connect, engage in meaningful dialogue, and create relationships outside of their immediate network.

Special thanks to UW Comm Lead, SAM, Hanson, and Sree for the presentation. Curated tweets from the presentation below along with a link to Sree’s presentation.

Sree's Slides

Love Lost In Foursquare Breakup

As a hardcore Foursquare user, I hate to admit it but the service has lost a bit of its mojo with the recent update which split the service into two components – Foursquare and Swarm.

The new Foursquare functions similar to Yelp and expands on the service’s previous efforts to focus on local discovery and recommendations. Foursquare continues to deliver on both aspects but now relies on Swarm, its sister app for new location data.

Swarm functions much like the original Foursquare and is faster than its predecessor for check ins. Some of the components migrated over from the original service include the ability to see nearby friends, check in to various locations, and view venue specific info. Added to the service is an increased awareness of your location when you open the app, stickers to represent actions, and similar to Facebook’s recent “Nearby Friends” feature, the ability to broadcast and share your location with friends to increase the chance of impromptu meet-ups.

Core components missing from the new apps include the stat board, badges, points, and Foursquare's popular Mayorships.

The Foursquare breakup while not perfect isn’t a death sentence for the location service necessarily. It’s likely only the beginning of the next chapter.

As a longtime underdog in the social media world Foursquare has adapted and changed with the times. It has proved it can be resilient and focused on an established vision. All being said however with its increasing age, it runs the risk of losing ground to newer apps on the market. One of the most notable is Move. It was recently acquired by Facebook and tracks movement and location without the need for user driven check ins. Paradoxically, it’s powered by Foursquare for location data.

For now I’m still in, even if it means I can’t be the Mayor of my favorite spots.

Lessons from the Movie "Disconnect"

Not sure why but “Disconnect” flew by my radar when it was first released. I briefly remember hearing chatter about it shortly after its release but given the film’s dark subject matter – negative effects of digital media, it wasn't a blockbuster. Oddly, I viewed the film isolated from my digital networks during an international flight from Seoul to San Francisco.

The digital divide is often discussed primarily as an issue related to education but “Disconnect” takes the idea a step further and positions the issue as a basic necessity in today’s world. Characters without a strong grasp of digital media find themselves confronted with tragedy in the film while those who understand it easily manipulate others.

“Disconnect” connects the lives of four families through a series of interconnected events. In this group narrative the film examines a number of issues related to digital literacy including cyber bullying, online sex trafficking, and identity theft to name a few of the big ones. Each story unfolds innocently but winds up leading the characters to the doorstep of personal tragedy while taunting the audience with a hint of “it could have been avoided.” Hollywood style tragedies are absent from the film. Instead, “Disconnect” reaches for a few real life horrors such as attempted suicide, financial ruin, and modern day “slavery.”

The film is held together by the promise of relationships in the digital age. Once stitched together primarily by dotted line relationships, e.g. parent-child, partners, and neighbors, “Disconnect” brings to light the power of digital media, the ability to create new relationships outside of established networks. While harmless on the surface or when conducted in full transparency, misuse can lead to tragedy as shown in the film.

Traditional relationships also exhibited a noticeable amount of strain in “Disconnect” due to the creation of “digital networks.” Characters exhibit an inability to maintain common ties with family, friends, and significant others. Reasons for the strain manifested in the form of smartphone addiction, 24-hour work cycles, and digital realities. One strain which struck a strong chord with me was a fleeting memory. Shortly after one of the character’s brother goes to the hospital for attempted suicide she has her grief interrupted by a friend’s text conversation. The scene plays out as follows

“He was just hanging there, cold and blue… I tried to yank him down but it was too late. He was already unconscious.” Main Character

“I’m sorry to hear about your brother. Do you think he’ll be okay?” Supporting Character

Supporting Character’s phone buzzes

“OMG, Bobby invited me to his party! Can you believe it!?” Supporting Character

There is an uncomfortable pause in the room.

The main character in the scene breaks the pause by violently throwing her lunch on the supporting character and then storming off.

Overall the movie is solid and should be on the required watch list for people working with digital media and used as a teaching device to illuminate the dangers of our new reality. Now over a decade into the age of interactive media, government policies and social etiquette have fallen behind technology. In its wake can be found ruined lives and trampled connections; digital media is no longer “child’s play.” It has serious implications which can disrupt the real world. Explore the web with caution and skepticism, everything isn’t what it seems.

Returning to the Hunt After a Week of Seattle Sunshine

Unemployment finally caught up with me last week. After a few months of adventures around Seattle and a number of freelance projects, I found myself with a rather empty schedule and inbox. At first I was thrilled by the thought. It seemed almost too perfect. My to-do list had run out of boxes to check just as the sunny spring weather arrived in Seattle.

In honor of the sun I kicked off my shoes, lost my shirt, and planted myself in the yard to catch some rays and finish a few good books. This sense of calm didn’t last long however. With my natural state being mobile and fluid, I quickly became uneasy with this stationary life style. It’s safe to say that I have a hard time relaxing.

Sun kissed and mentally refreshed, I’m returning to the hunting trail reenergized for a new round. Opportunities don’t come knocking after all. It’s more of a hunt. You need to be at the right place at the right time to make things happen.

A bit about what I’m looking for below.

###
Digital Strategist and Storyteller Seeking Organization Interested in Digital Media and Collaboration

Smart and versatile communications professional with a passion for cultivating authentic relationships and stories for brands. I’m industrious, eager to learn, and filled with optimism.

I have over three years of experience helping organizations communicate effectively via traditional and new media. I love cuisine, travel, technology, trains, and urban environments. For a complete download about my history visit my resume here

I’m looking to create a long lasting relationship with an organization that has similar values and interests. If interested, please feel free to ping me on twitter at @jholland218.

[Photo Courtesy of waggingtales]

Searching For Better Content

 

In a quest to expand my knowledge about content creation I attended Better Content Marketing - a Meetup hosted by Distilled Seattle. While I have a basic understanding of best practices for content creation, the event explored some of the deeper issues surrounding the process. This month focused on the growing importance of data-driven content. Using my notes I compiled an outline highlighting the night’s key takeaways below.

Understanding Content
Crap content is everywhere on the web. Whether it’s "10 ways to…” or best lists, information such as this holds little value and is rampant across the web. Brands serious about enhancing their online presence and reputation should focus on creating content that speaks to expertise. While there are a variety of avenues to reach this point, one effective way is to focus on data-driven content.

Facts Are Worth More Than Opinions
Data-driven content is fueled by information, making it harder to challenge and copy. That being said, it's labor intensive to collect information and piece together a compelling story using data. Examples of data-driven content include:

Infographs –  Seattle to San Francisco via Private Jet
Data Heavy Blog Posts – Mapping the San Franciscome
Interactive Graphics – How Search Works  
Data Heavy Sites – Charity: Water
Mini Graphs – Kindle Fire (see comparison chart near the bottom)

Building a System to Collect and Create Data-driven Content
The initial challenge of setting up framework to gather data may seem daunting but it has benefits. Once setup and executed it’s easy to share results across various platforms. Competitors also won't be able to replicate your content easily due to the steep entry cost and particular data you have access to.

For content creators with more of a technical background or friends well versed in computer languages, APIs also serve as a fantastic way to further your expertise through data. The overall goal of this endeavor is to take unused information and make it accessible. Foursquare offers a good example. Originally focused primarily on gathering location information from its users, the popular location service now exports its data to third-party applications including Path and Instagram. The location app has done a great job of making location data accessible to developers.

Paint a Story with Data
With this approach in mind brands can examine what type of data they have access to and piece together a compelling story. If unsure about a concept it’s best to crowd source potential topics via social media or take data from an established audience  - i.e. sports or politics, and repurpose it in a new way. Approaching content creation from this perspective allows brands to showcase expertise and create a strong point of view supported by data.

Kudos to the Organizers and Presenters
Thanks to Distilled Seattle for organizing and Adria Saracion  and KaneJamison for sharing their expertise during the event.

Kane's Presentation

Data Makes Your Content Harder, Better, Faster, and Stronger from Kane Jamison

[Photo courtesy of kidsturncentral]